John Fiske by Saqib Younis

John Fiske (born 1939) is a media scholar who has taught around the world, most notably as Professor of Communication Arts at the University of Wisconsin–Madison. His areas of interest include popular culture, mass culture, and television studies. He is the author of eight books, including Power Plays, Power Works (1993), Understanding Popular Culture (1989), Reading the Popular (1989), and the influential Television Culture (1987).
Fiske also acts as a media critic, examining how cultural meaning is created in American society, and how debates over issues such as race are handled in different media. In May 2008, Fiske received an Honorary Degree from the University of Antwerp. Most texts contain ‘preferred’ meaning - as intended by producer- but also offer possibilities for consumers to create own alternative or resistant reading. Media is ‘enabler’ of ideas and meanings, promoting diversity and difference equals may lead to social change. For example does Madonna exploit the music business or does the business exploit

John Fiske